The popularity of video is too compelling to ignore in 2017. Video consumption is increasing at alarming rates, especially among mobile users. Because of their unique ability to capture attention, draw viewers into a brand's culture, and move people to action, 60% of marketers and small businesses are planning to increase their investing in video marketing this year.

More consumers are using video as a way to discover and connect with brands, find answers to their problems, and be entertained. Four times as many customers would prefer to watch a product video rather than read about it. As a small business seeking to remain competitive in a digital age, it's important to stay current with the trends and what's attracting people. Video is the answer.

In fact, here are five big benefits of using video marketing and why your brand should implement it in your digital marketing strategy.

1) Videos Foster Engagement

Videos are persuasive by nature. They pique curiosity and cause users to stop, look, and interact. As a result, videos gain more attention on social networks and search engines. Video posts on Facebook, for example, have a 135% greater organic reach versus photo posts. Users are more apt to engage with a video than a text post or image.

Incorporating video into your email marketing also increases open and clickthrough rates. Simply using the word "video" in your email subject line can improve your open percentages by 19% and click-throughs by 65 percent.

Therefore, if you have low follower engagement on social media or in your email marketing, add more video content to your strategy. The key is sharing valuable messages that your followers find useful and inspiring. Doing so will encourage more interaction, thus extending your reach and influence on social networks.

2) Videos Enrich User-Experience

Including interactive content like videos on your web pages and blog articles significantly improve user-experience. You're providing different ways for visitors to digest and understand your content. By appealing to various learning styles and preferences, you increase opportunities to engage more people.

Did you know including a video on a landing page improves conversions by 80 percent? Growing your email list is a huge component to your digital marketing strategy. The more qualified leads in your sales funnel, the more chances of moving prospects closer to the buying decision to the sale. Using tools proven to increase your email subscribers is vital to sustaining long-term results online.

As mentioned, the video moves viewers to action. It fosters trust and allows people to see the real benefits of opting into your list and staying connected to your company.

Perform A/B testing with your most responsive landing pages. Keep the one that's working and add a video to another with similar content. Test your results to discover which converts better and modify accordingly.

4) Videos Increases Sales

After watching a product video, 64% of viewers are likely to purchase that product online. Creating demonstration videos for each of your products is a smart move towards increasing evergreen content in your marketing vault. People get to experience your product in action, helping them make an informed decision. These timeless content pieces also will serve you for years, cementing your credibility in the industry and driving continuous sales.

Giving a strong call-to-action throughout your video will help increase your sales and bottom-line. Commit to using video in your closing strategy to yield greater returns from your marketing.

5) Videos Build Trust

Simply put, videos build trust. They have a powerful way of connecting you to the viewer as they experience your passion, zeal, and expertise on the subject. Video gives a face to your brand name, humanizing your company and making you real and relatable. In a technology era where digital interactions are becoming the norm, people desire the authenticity and transparency that video brings to your content.

A study projects that by 2019, 80% of all internet traffic will come from video. It's important to position your small business now to capitalize on this movement and stay current on your strategy. Leveraging video will prove to be a winning move for your company for increasing brand awareness, boosting follower engagement, improving your lead conversions and generating sales.